90-818 Strategic Marketing/Communications

• 12 units
• Enrollment Limited to 30 students
• Skills: Basic knowledge of business management practice

This course prepares those specifically interested in middle or upper management careers in the marketing/communications field, either in nonprofit or profit-oriented sectors. The focal point of the course is the understanding of the entire spectrum of the marketing/communications planning and implementation processes and the synergism with component strategies and tactics with specific international applications. The course isolates the strategic disciplines involved through the entire marketing/communications and creative development functions. There is no formal prerequisite for this course, but a general familiarity of basic business management practices is highly recommended. This is a dialogue and interactive communications course among students and lecturer. The lecturer will present working concepts and formulae regarding techniques, and interpretation of data that affect the creative communication process. Weekly case study assignments will be used for class discussion and preparation for the final examination.

In addition to the textbook, there is a course workbook containing class session key points and reference for the course. The material presented each week during the session is highly valuable vis-a-vis the required mid-term project (an independent research review of an existing marketing/communications plan), and the final exam (case study analysis and interpretation).

The student will receive a final grade for the course based upon an analysis of and interpretation of an organization's marketing program for the mid-term project and the final examination. There will be several guest lecturers during the semester who will discuss real-world marketing/communications cases and current trends of the marketing/communications industry.